Extending the reach of traditionally printed catalogs across multiple digital channels and connecting consumers to products in innovative, engaging ways has become an important marketing strategy. We are excited to be closely teaming with Working Person’s Store because they fully embrace this approach.

It’s important to us that our digital catalogs deliver a user experience on par with our client’s high-quality customer experience. Working Person’s Store set the bar high but we believe the finished product has become more than just a web application; it’s a useful, cross-functional marketing tool designed to engage their audience and reach their customers on the channels they want to be interacting with, where they feel comfortable, and where they are steps closer to making their final purchasing decisions – computers, mobile, tablets and Facebook.

The Working Person’s Store is a major destination for quality, name brand work apparel and footwear, while serving a wide spectrum of working people throughout the country. Their philosophy is, “You work hard, and so do we.” The new Working Person’s Store digital catalog expands on that philosophy. We’ve worked hard to creating a new engaging way to connect their content with their community.

Dirxion LLC has acquired the assets of Immersifind in a private sale from a secured creditor of Immersifind. Terms were not disclosed. All former employees of Immersifind were hired by Dirxion after the closing. Tom Lewis, previously President of Immersifind, has become Executive Vice President of Dirxion LLC. Steve Mitchener, President and CEO of Dirxion LLC stated, “We are excited about the potential of this acquisition and we look forward to the future.”

About Dirxion

For 15 years, Dirxion has been revolutionizing the way people access traditionally printed information by providing robust yet cost-effective digital publishing solutions that make a publisher’s content available on all major platforms from a single source. Dirxion provides web apps for computers, tablets and phones, Native apps for the iPhone & iPad AppStore, and applications in the Android Market. Producing over 3,000 digital publications annually, Dirxion helps over 440 publishers from around the world reduce their print and delivery costs while simultaneously increasing the reach and effectiveness of their content. Dirxion is privately held and headquartered in St. Louis, MO. Its list of clients includes organizations that print and distribute catalogs, directories, newspapers, travel guides, books and magazines.

“got some camping/hiking essentials and scored with the free shipping :)”

“Excellent gear!!!”

The goal of creating a good user experience for a digital catalog is creating an interface so comfortable and intuitive that the user never stops to think about the actual interface itself, but instead they become completely engaged with our client’s content and community. The user’s affinity to the brand and the customer experience that comes with it, should be passed on to the digital catalog and the interactions they have within it.

REI, one of the biggest names in outdoor recreation gear, sporting goods and apparel, has a faithful, if not die hard, following. They’ve worked hard to achieve that level of community. And, let’s be honest, it takes a certain kind of dedication and drive for these people to wake up early and hike a mountain or kayak through raging rapids. REI does a great job of transferring that devotion to adventure into devotion for REI. These people aren’t exactly your vapid, impulse buyers. They have high expectations for the brand, their products, and everything they attach their name to. So when it came time to create a digital publishing strategy, giving REI’s catalog a 2.0 upgrade, we were anxious to see what their customers would say.

“picked out a slew of new gear for the fam, bags, packs, pads, tents and boots yeah baby!!”

“Yes! Getting ready to head to Brentwood REI right now to load up on edibles and gadgets for the eagerly-anticipated backpack this weekend to Walls of Jericho! Hmmm… intro overnight backpack… how much new stuff can we justify ?? ;-)”

“REI and I have such a love/hate relationship. I love all the gear and good deals, but HATE that I’m going to be broke after this sale! lol”

“Had another great experience at REI. Have bike will travel!”

“I think this was a good decision to become a member at REI only $20.00 for a lifetime membership plus other beni’s. So i will see; lets go hiking anybody in Seattle want to go to Natl. Rainbow gathering in Wa. state; lets talk.”

“BIKES!!”

“In the market for a new Backpack very interested in the REI Venturi 45 Pack.”

“I can’t wait to have money and buy lots of things. Me in the store “I want this, and this and that!” One day!!!”

Mission accomplished. Well, the truth is of nearly 50 comments on the app page thus far, just one comment mentioned our User Interface…

“Great page! Never seen an interactive catalog on FB before.”

Technically all you should read is REI fanfare. If we did our jobs poorly there is no doubt you’d find protests of shoddy work interspersed between the brand’s praises. But we’re not going to lie, we’ll take the occasional compliment. Overall, we’ll chalk this one up to a user experience victory.

Today is the one day out of the year dedicated to reminding us all to be more considerate of the Earth’s natural environment by unplugging electronics, fixing leaky faucets, and using green products. As a client of Dirxion, you may not be aware of the positive impact you’ve already been making the other 364 days of the year, just by publishing a version of your print for desktops, laptops, iPads and smartphones. Here’s a quick reminder.

Last year you saved 532,500 square feet of preserved rain forest through our pledge to donate to the Arbor Day Foundation with each digital publication we produce!

Apart from our donations, at the time of writing this post you’ve contributed to saving approximately 19,033,163 pieces of paper from ever being produced and distributed, saving countless trees from being cut down. [See our real time pages saved ticker on our website]

You’ve saved harmful emissions from damaging the Earth’s atmosphere by delivering your publications through email, Google results, Facebook apps, on smartphones and iPads. You’ve reduced the number of large trucks it takes to pass your physical publication on to smaller trucks and then divvied out to a colossal fleet of mail trucks.

You’ve saved a substantial amount of waste from piling up in landfills across the country, because when your reader is done with your publication they just push a delete button or we remove your publication from our servers.

For some of you, the environment was your primary motive in offering a digital publication. For other’s this is merely a side effect of your marketing efforts. Either way, it’s no secret that with print comes waste. We’re happy that our product helps, our excesses are nothing, and no matter what the driving force is, we’re all doing a little good. And that is something to be proud of. Happy Earth Day!

P.S. If you’re not creating a digital publication yet, and need a little more added incentive, like our Facebook page for a special Earth Day promotion. You’ll makes some tree’s day.

At the end of every year, Dirxion sends out a “how are we doing” kind of survey to our customers to really gain a sense of whether or not we we are meeting all their needs – uncovering the good, the bad, and the sometimes ugly. We’d like to think the ugly is pretty rare, but it’s still worth mentioning because contrary to popular belief, digital publishing still requires humans, just like every other company out there. I am happy to report that this year we managed to avoid the ugly.

This year’s survey (covering the 2010 calendar year) asked customers about a number of things, including promotional strategies for their digital editions, specific and overall product/service satisfaction, and future digital publishing plans. I must say, the survey revealed some very insightful information that will allow us to shape our development and marketing strategies to better fit our customers’ needs in 2011. What follows is our analysis of the survey.

The key takeaways:

} Our customers are really starting to embrace social media. The top promotional channels used in 2010 were company website, email, Facebook, and Twitter. Facebook promotion increased last year by 47 percent and Twitter by 38 percent!

} A common pain point for customers is figuring out how best to promote their digital edition once it goes live. This is such a vital point, so we addressed it in a blog post last week, entitled “Digital Edition Promotion 101.” Great information here if you, too, are struggling to get your promotion off to a running start.

} There is wide appeal for both native apps and web apps. However, more customers expressed an interest in having their digital edition available through a web app (42.5 percent).

} The highest scores awarded were in the areas of customer service and sales professionalism.

} Our customers seem to be pretty ambitious about the future. A little under half of respondents plan to publish MORE digital editions in 2011. Thirty-five percent want to add more interactivity (audio, video, Flash animation, slideshows, etc.) to their digital editions. Ten percent wish to purchase a Mobile Directory App. Another ten percent wish to purchase an iPad Web App. And yet another ten percent wish to purchase a Facebook App.

To me, it’s always fascinating how much more we get out of the survey than simply responses to our questions. This year, it was the praise to specific account reps, the compliments on product evolution and encouragement for continuity, and the shared stories from the customer of all customers – the end user. I want to share with you a few of these “above and beyond” annotations because I think they’re a great testament to the personalized, one-of-a-kind, lifetime service we strive to provide each and every one of our customers.

“Dave keeps our entire team apprised of new product developments and applications. He is truly a great partner for our business.”

“I really appreciate Larry Ball he is a true asset to the company. Very honest and helpful.”

“We’re just getting involved in the Social Media market so for now, Dirxion offers all the solutions we need.”

“Continued growth.. John takes very good care of us!”

“You already offer so much, I can’t think of anything to add.”

“Dave & Dae are awesome. They have always done a terrific job for us.”

“I’d like to sell several new e‐catalogs. I’d love to see all my magazines up as digital as well as print. I’d like to increase the number of publications by having some issues be digital only. Lots of plans for digital.”

Facebook seems to change more often than [insert Oscar host wardrobe change reference here]. That’s all I got, I don’t watch those things because I’m usually on Facebook. That, and well, I ditched my Cable package a few months back so if it’s not streaming online it’s not for me.

The “Book of Face’s” most recent undertaking consists of a lengthy list of significant design and feature changes for Pages. There are two that are of specific interest to us, as they both directly impact our customers’ Facebook App. The first is at the surface level- moving your applications from tabs up top to icons and links in the left sidebar. The second, was a more behind-the-scenes item (which you very well may not have noticed), but carries the highest potential for the future of Dirxion Facebook Apps and our growing list of Social Publishers – making it’s debut, a social publication starring Facebook iFrame apps, with cameo appearances by the API and SDK!

FBML applications are going away. Here’s a basic rundown on some significant changes we were able to make to our applications after this switch to iFrames.

So, what has been removed?

Action Required Launch Image –
Though we believe it was well designed, we’re happy to see our “Click to Open” launch image go away. Now, your publication will load to the live, page-turning version when someone is directed to the application. One less action to get your users into the publication is one more step in the right direction.

Top Navigation Bar –
The top navigation bar has been removed and has been replaced with an interactive bookshelf below the publication.

Embed Codes –
With FBML out, and Native iFrame apps in, this means that Dirxion has full administrative access to change your application from the Facebook Developers section. Once you’ve initially installed it, we can take care of the rest as your new publications are pushed live.

And what has been added?

Interactive Book Shelf –
No longer will you be limited to one publication per tab. With the Facebook shelf, you can choose to drop in as many of your most recent publications as you’d like. When users click the thumbnail of any of your Dirxion digital editions, the rest of the publications will slide left and right, making way for the selected publication.

Comments –
Comments existed prior to this update, but there have been some improvements made to this section. If a user clicks the comment button in the bookshelf, the thumbnails of each publication slide out and give way to a comment section. Now, comments can be maintained from the Facebook Developer’s portal as well.

Facepile –
We thought it would be good to put some faces with your name. Instead of a normal Like button or Share button, we opted to use the Facepile which will show your fans some of the other people who have liked your page, and highlight friends of theirs that share that interest.

We will update your Facebook App as often as Facebook updates itself. As new technologies become available to us, you can be certain we will see how they can benefit you and your audience. We’re thrilled over the new opportunities the iFrame applications bring, and are always open to suggestions from our loyal clients. Visit the West Marine Facebook page to give the new Facebook App a shot, or the Dirxion Facebook page to test drive some of the others.

Did you know that nearly 50% of small businesses do not have a website? Yes, it’s 2011 and no, I’m not kidding.

This means there are a multitude of small businesses out there still in need of a digital presence. For local businesses, proper online exposure can mean the difference between success and failure, especially in today’s economy. Everyday, more and more people are turning to the internet for solutions to their personal and business problems. The web introduces potential clients to companies like no other information tool – whether the individuals are directly searching for service providers or just answers to their questions, Google’s algorithm is delivering clients to businesses taking advantage of this medium. Having a website that’s crawled and appearing in local search results is just as important as your home-grown system of referrals.

Having a website nowadays is no longer a lofty idea, it can be an economical marketing tool and invaluable asset for any business. Here are a few more reasons to have a website:

} It instantly creates credibility and branding in local search results
} Far cheaper and much more flexible than print advertising
} Opportunity to be found and expand in new markets
} Business information available 24/7
} Improves customer service
} Promotes your brick and mortar presence

Our Yellow Pages publishers already know the value in providing online solutions to their local business advertisers, that’s why we are offering a service to complement and enhance your already valuable digital directory service. I mean, who better to provide this service than Yellow Pages publishers who already have long-existing relationships with the local businesses.

} One, three, and five page website templates.
} Custom configuration of text, images, widgets, and video.
} SEO-friendly web pages that can be easily read by search engines.
} A strong system of links pointing back to your own website and strengthening your own SEO
} Links to Social Media Pages and Social Integration – Twitter feeds, Facebook Likes, and LinkedIn widgets.
} Dedicated design and technical support

No matter what your advertisers’ business – Movers, Roofers, Heating & Cooling, Tree Service, Garage Specialists, and more – you can help them establish a unique and impressive web presence that’s affordable, professional, and SEO-friendly. We submit completed websites to all of the major search engines giving your advertisers an immediate, steady flow of leads coming through Google, Yahoo, & Bing.

This is an excellent opportunity for you to win some business back, gain more loyal advertisers for your print directories, and see an ongoing revenue stream from your website customers. Contact Dirxion to start improving your bottom line today.

Now that you’ve got a Dirxion digital edition, how can you ensure that it gets the proper attention of your audience? Excellent question. Here we’ll help you navigate some tried-and-true practices and essential promotion tactics that should be part of any successful online publication strategy.

Integrate your digital edition into your current social media strategies
Your digital edition is social network friendly, which means you can easily create links to your digital edition from your favorite social networks like Facebook, Twitter, LinkedIn, and more. Actively integrating digital editions into your existing social media strategy will offer visitors both new and old, quick access to your brand and will help increase reader interest and grow your online business.

And don’t forget that once inside your digital edition, users will be able to share your interactive publication on their favorite social networks by utilizing our “share” feature. So … use social media to circulate your digital edition to your customers, and then let your customers start circulating it for you. That’s working smart.

Facebook – Does your company have a fan page? Then be sure to post a link to your newest digital edition on your wall or to the sidebar of your profile page. You can even integrate your entire digital edition into your page by utilizing our Facebook App. And don’t forget to periodically include links to interesting digital edition articles or new products and announce the latest issue in your status updates. According to a Retail Omnibus study conducted by Morpace Inc., nearly 70 percent of consumers said a positive referral from a “friend” on Facebook would positively influence their purchase decision.

Twitter – Twitter is a powerful tool for promoting your digital edition, your content and communicating with your audience. While you’re tweeting, make sure to drop an occasional link to your digital edition pages. It’s a great way for new followers to not only get the information they were after, but also become more familiar with your company and your publication.

LinkedIn – Although status updates may not be followed by “connections” quite as diligently in LinkedIn as other networks, their are plenty of other ways to communicate with your audience. Many publishers (especially b-2-b publishers) have created groups with open discussions and news updates about their industry. Including links to articles of interest, providing “Answers” with links to articles and announcing new publications can be a great way of keeping your connections up-to-date with your publication.

YouTube and Flickr – Some of our clients use images and videos to promote their products on YouTube and Flickr. Don’t forget to include links to relevant catalog pages or magazine articles that use those images / video. If a customer liked what they saw on Flickr or YouTube, then they might just like to read about it, too.

Deliver targeted email campaigns with a clear call to action
An interactive publication is an asset; promote it to your customers via email campaigns. Send an email prior to launch as a teaser and then send another to launch your digital edition to your targeted audience, making sure to highlight some of the hottest content in the digital edition to prompt clickthroughs.

Don’t have the resources to build an email campaign on your own? No worries – we have a dedicated team to fully execute an e-mail marketing campaign for you! Our SmartMail program is one of the most valuable ways to reach your customers. Designed to extend the reach and increase the usage of our clients’ valuable digital publications, SmartMail allows you to easily deliver your digital publication into the hands of those that matter most. We are typically able to deliver the digital publication to inboxes before your printed publication even hits the streets! Our results speak for themselves. Since the e-mail program’s inception, our clients have seen an average clickthrough rate of 17% and overall online publication usage increase by 27%!

Advertise on external sites
Create a banner ad that notifies people about your interactive, online version, and use the banner in an ad campaign on verticals, local businesses (news stations, chambers of commerce, newspapers, real estate companies), industry blogs, etc. You can also generate an Adwords campaign for additional exposure on external sites.

Include a direct link to your digital edition within your email signature
That way, every outbound email you send will be an advertisement for your digital edition. Simple, creative, and free!

Provide above-the-fold visibility on your homepage
Featuring your digital publication in a prominent position on your home page will naturally grab the attention of your customers. Our research shows that displaying a thumbnail of the digital publication on your home page increases publication use by 21%. And if you really want your publication to make a splash, we recommend any links or banners to the digital edition be placed along the Z-Layout path of your website.

Advertise your digital edition in your printed publication
See a big bang for your buck when you advertise in your printed publication. You’ll reach your entire distribution list at almost no additional cost to you. Be sure to let your print subscribers know all about the benefits of using the digital version – quick search, immediate access, direct click to order, easy to share with friends, video/audio for deeper product info, etc.

Provide the option to view your digital edition in lieu of ordering a printed copy
This provides your customers with immediate access to what they wanted, and could drive repeat traffic if they start using it. Our studies show that one out of three people will choose the digital edition of your publication over the printed version. Additionally, offering a digital version of your publication will appeal to the increasingly “green” consumer.

Offer incentives for using your digital edition
Everyone loves a discount. Why not encourage your customers to browse the digital publication and then reward them with a discount toward their next online purchase? Or, provide exclusive content in your digital version.

Adopt a few of the promotional strategies mentioned here, and we guarantee you’ll not only keep your readers engaged with your publication but flocking to your Dirxion digital edition.

Have you had success promoting your digital edition? Feel free to share your results or other promotional ideas by adding a comment below.

For all you directory, newspaper, and travel guide publishers, let it be known that placing an ad on such high-traffic sites as as local news stations, newspapers, chambers of commerce, is a highly effective way to reach your target audience and gain some additional exposure!

Dirxion’s digital editions are very unique in the sense that we can create custom interfaces for most languages. So far, we’ve worked with clients that publish in the following languages:

} Portuguese
} French
} Spanish
} German
} Chinese
} Japanese

So when Samsung Techwin (a driving force in the development of Samsung’s precision machinery, image and optical businesses) came to Dirxion with a desire to convert their multi-language catalog into digital format to better reach their global distributors, we said “OKAY!”

Samsung’s distributor catalog is currently published in four different languages – English, Portuguese, French, and Spanish. Their hope was to have a separate landing page for each catalog that would direct these distributor clients to their respective catalog. They also wanted every piece of the interface from the buttons to the rollovers to the help section to be custom-fit for the distributor. In other words, they didn’t want to skip a beat.

The final result is everything that Samsung had hoped for in a digital publishing solution. In the words of Janet Fenner, Group Manager, Marketing at Samsung Techwin America:

“Not only does Dirxion provide a great product that has helped us grow revenue, but the service I receive from Dave George and the entire team is second to none. If you are looking at digital catalogs, I can’t recommend Dirxion enough.”

We love to hear the feedback and are thrilled to provide a product that can help increase sales for our clients worldwide!

We’ve included links to Samsung Techwin’s multi-lingual digital catalogs below, so you can better understand how digital publishing might translate into global business success for your content.